WATTDATA — BRAND SYSTEMAPRIL 2026v2.0

Data infrastructure for the agentic era.

The visual system behind Watt — colors, typography, marks, patterns, and the rules that hold it all together.

01 COLOR 02 TYPOGRAPHY 03 THE MARK 04 PATTERNS 05 PHOTOGRAPHY 06 DATA VIZ 07 COMPONENTS 08 VOICE

01 — Color

Electric lime, anchored by warm neutrals.

Our palette is built on a single signature color — electric lime — held in balance by a foundation of warm, refined neutrals. Lime earns attention. Neutrals do the work.

Foundation

#D1FF01

--lime

Signature brand color. Primary CTAs, key metric callouts, logomark, data highlights.

#FFFFFF

--white

Primary light surface. Default page background in light mode.

#222222

--dark

Primary dark surface and primary text.

#A29A7E

--taupe

Secondary text, muted UI, warm editorial surface.

Extended neutrals

#ECECEC

--gray

Tertiary surface. Card fills on white, dividers, disabled states.

#000000

--black

Reserved for high-impact moments. Full-bleed hero sections, print/export.

#CDC4A5

--sand

Soft editorial surface. Pull-quote backgrounds, warm content sections.

Accent — data-viz and patterns

#B8C3AE

--sage

Primary data-viz surface. Calm, report-grade.

#D7D0F2

--lavender

Secondary data-viz surface. Cool, quiet.

#E8E4F5

--lavender-pale

Lavender pattern pairing (lighter tone).

#FFA087

--coral

Warm accent. Supporting data-viz surface.

#FF6200

--orange

Loudest warm. High-energy announcement moments.

Lime is never on pure white.

Valid lime surfaces: dark, black, taupe, sand, and any accent tier.

Watt's data is always lime.

Competitors, baselines, and other are always black. The rule is invariant.

Accents don't pair with each other.

Accent colors pair only with white, taupe, or sand — never coral + lavender.

02 — Typography

Geist Sans. Geist Mono. Three weights.

Scale does the work of weight. Regular 400 carries the display tier. Medium 500 structures headings and UI. Semibold 600 is reserved — used rarely, deliberately.

Display XL · Geist 400 · 112

Data infrastructure.

Display L · Geist 400 · 88

One signature color.

Display M · Geist 400 · 64

Scale does the work.

H1 · Geist 500 · 56

Two tones, never three.

H2 · Geist 500 · 44

Watt is always lime.

H3 · Geist 500 · 32

Surface picks the mood.

H4 · Geist 500 · 24

Type carries the chart.

H5 · Geist 500 · 18

Signal density

Body L · Geist 400 · 20

Intro paragraph and hero subhead copy sits at this scale.

Body M · Geist 400 · 16

Default body copy. Reads comfortably at a standard reading distance.

Mono M · Geist Mono 400 · 13

01 — SECTION META

Mono S · Geist Mono 400 · 11

AXIS LABEL · CAPS

ON DARK

Scale does the work.

ON TAUPE

Scale does the work.

ON SAND

Scale does the work.

03 — The Mark

A lightning bolt. Solid form. Always lime on dark.

The mark carries the system. Lime on dark is canonical. Dark on lime is the inverse. Taupe on warm surfaces is the editorial voice. Nothing else.

watt

CANONICAL — LIME ON DARK

watt

INVERSE — DARK ON LIME

watt

EDITORIAL — TAUPE ON SAND

MARK-ONLY — STAMP

CLEAR SPACE & SIZING

Minimum clear space around the mark equals the height of the mark itself. Minimum digital size is 20px height; minimum print size is 10mm height; favicon uses a simplified single-color version at 32×32.

DON'TS

Never recolor the mark outside lime, dark, or taupe.
Never stretch, skew, or rotate the mark.
Never place the mark on an accent background other than lime (for the inverse variant).
Never render the mark on complex imagery without a solid backdrop.

04 — Patterns

One motif. Five colorways.

A repeating chevron wave — warm, technical, ownable. It flexes across surfaces as background, section break, or full-bleed moment. Two-tone always, same-temperature always.

Lime + white

Launch moments, hero energy, loudest

Lime + taupe

Signature Watt combination, premium/editorial

Sage + white

Calm, benchmark-report contexts

Lavender pair

Supporting content, quietest

Coral + orange

Warm, high-energy announcements (rare)

Pattern is a standalone surface — never layered under strong type or photography.

Colorways are always two-tone, always same-temperature family.

Scale can flex. Wave amplitude and rhythm should be preserved.

05 — Photography

Infrastructure, as metaphor.

Transmission towers. Power lines. The literal infrastructure for literal electricity — reframed as the infrastructure for AI. No humans in brand photography. No AI-generated imagery. Ever.

Low-angle transmission tower against blue sky, paired with lime accent panel — COLOR + ARCHITECTURAL — LIME ACCENT PANEL
Sharp, low-angle. Blue-sky negative space. Reads modern, confident, forward-looking.

Black and white silhouette of transmission tower against overcast sky, with lime lightning bolt corner stamp — B&W + ATMOSPHERIC — LIME BOLT CORNER STAMP
Overcast sky, silhouetted towers. Reads editorial, serious, weighty. Longform and thought leadership.

Low-angle / looking-up shots emphasizing scale.

Negative space (sky) is as important as subject.

Single tower or single line close-up preferred over wide panoramas.

High contrast preferred over soft/muted.

06 — Data Viz

Two tones. One signature color. Scale does the work.

Every chart is black plus lime. Watt is always the lime one. Surface picks the mood. Type carries the chart.

Fig. 01 — Signal density

Real-world behavioral signals per platform

SOURCE — BENCHMARK Q1 2026

N = 4 PROVIDERS

Wattdata

120,000

ZoomInfo

400

Apollo

300

Clearbit

250

Two tones, never three.

Black plus lime. No gradients, shadows, bevels.

Lime is always Watt.

Competitors, baselines, and other are always black. Invariant.

Surface picks the mood.

White neutral. Sage report-grade. Taupe editorial. Dark hero.

Type carries the chart.

Geist Sans for the headline number. Geist Mono for values and axes.

07 — Components

The building blocks.

Buttons, cards, inputs, navigation. Flat, zero radius, deliberate.

BUTTONS

Primary · var(--b-lime) fill

Geist 500 · 14px · 0.01em

Padding 16 × 28 · radius 6px

Secondary · outlined

1px solid var(--b-dark)

Hover → fill lime, border lime

CARDS

DEFAULT

White card.

1px gray border, zero radius, 32px padding.

DARK

Dark card.

Solid --b-dark fill. White text. For dense or high-impact content.

ACCENT

Accent card.

Any accent-tier surface. Sage shown. Used for data-viz and featured content.

INPUTS

1px solid --b-dark · radius 0

14 × 16 padding · Geist 16

Placeholder --b-taupe · focus lime outline

NAV

PRODUCT

DEVELOPERS

INTEGRATIONS

DOCS

RESEARCH

72px height · var(--b-dark) background

Mark 28px lime · mono labels 13px white/70

Primary lime button right-aligned

08 — Voice

Confident. Technical. Never corporate.

The CTO in the room who's already solved the problem you're still debating. Explains with specifics, not buzzwords. Precise. Direct. The product does the talking.

VOICE CHARACTER

Technically confident, not technically arrogant.

Confident without arrogant. Technical without inaccessible. Bold claims backed by specific, verifiable data. Slightly edgy when it earns the line.

COPY PRINCIPLES

Lead with numbers. "50,000 data points" not "rich data"

Name the thing. "Watt" not "our platform." "120,000 signals" not "data enrichment"

Short sentences. If a sentence has two clauses, make it two sentences

Specificity over generality. Real use cases, real numbers, real outcomes

No AI buzzwords. Never: "revolutionary," "transformative," "next-gen," "unlock"

WRITE LIKE THIS

"120,000 data points per entity. ZoomInfo has ~300."

"Your agent sends a LinkedIn URL. Watt returns household net worth, search intent, and purchase signals."

"Zero to integration in 30 minutes."

"Legacy tools expose answers. AI agents need access to the underlying signals."

NEVER WRITE LIKE THIS

"We're revolutionizing the data landscape with AI-powered insights."

"Unlock the power of your go-to-market motion with next-gen intelligence."

"A comprehensive solution for modern GTM teams."

"Our cutting-edge platform transforms how you access data."